Politique et Stratégie : cas de Toyota Motor Corporation I. Présentation de la Toyota Motor Corporation a.Historique Toyota, officiellement Toyota Motor Corporation, est un constructeur automobile originaire du Japon. When Toyota was established, the company’s founder, Kiichiro Toyoda, viewed marketing as a critical tool to build a successful business. Toyota also provides information to the customers through its websites, which are customised according to the requirements of the customers in both the countries. If same higher prices are fixed for products in Saudi Arabia, then Toyota may not be able to compete. Previously, we looked at how Toyota Motor Corporation’s (TM) production system helps the company to produce a huge number of vehicles with efficiency and minimized costs. Toyota’s another positive strategy known as market strategy is very successful for the company to sell its products around the world. An article from Fox Business notes that Toyota is manufacturing more appealing cars, while cutting costs by 30 percent through the use of shared parts. Toyota is well known for its quality products. In UK, Toyota also deals in used cars, which it procures from the existing customers. JEL classification: M16 Key words: global strategy; international markets; technological innovation; hybrid systems; kaizen 1. This successful growth strategy should supports Toyota’s … The chosen marketing mix will be discussed in addition the reasons it was adopted by the company, and how it makes its products reliable and affordable with its global standard. How best to implement a transnational strategy is one of the most complex questions that large multinationals are grappling with today. Toyota Motor Corporation is one of the biggest car manufacturer in the world and has factories in various countries. The promotion of the products is an important aspect of marketing and forms an important mix of the marketing mix. Shotaro Kamiya was the first president of Toyota Motor Sales Co., Ltd. Kamiya’s stated, “The priority in receiving benefits from automobile sales should be in the order of the customer, then the car dealer and, lastly, the maker. The product offering in different countries of operations can differ due to various macro environmental factors. The differentiation strategy adopted by Toyota helps it in manufacturing products which are different from the competitors’ products. The lower taxes in Saudi Arabia makes it viable for Toyota to offer limited products with higher margins, whereas the taxes and regulations are more in UK, therefore, it had to offer more number of products to earn decent profits. The right mix of these 4P’s is important in ensuring that the operations of the business are successful. The place from which Toyota sells its products to the customers can also be influenced by the macro environmental factors. 1. Toyota’s main intensive growth strategy is market penetration. The distribution network of Toyota in UK is widespread as compared to the distribution network of Toyota in Saudi Arabia. This attitude is the best approach in winning the trust of customers and dealers and ultimately brings growth to the manufacturer.”. As shown in the chart above, Toyota’s dealerships in Japan are divided into four sales channels: Toyota, Toyopet, Corolla, and Netz. The marketing activities are carried out depending upon the micro and macro environmental factors. If the products are priced too high, then the demand will decrease, and if the price is low, then the business will find it difficult to survive. Toyota gives advertisement of their product through different media to promote their products towards their customers. Analysis of Toyota Motor Corporation by Thembani Nkomo 1. 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